Professional Summary
Digital marketing strategist with experience leading integrated B2B and B2C strategies that drive demand generation, optimize performance, and align cross-functional teams around business goals. Skilled in translating user insights, market research, and data into impactful digital experiences, strategic decision-making, and measurable business outcomes.
Work Experience
Clients: Cineplex, Loyalty One, TELUS, NTT Data, Vepdeg, Arvinas, Manulife
- Develop digital strategies that align business goals with user needs across financial services, technology, and healthcare.
- Facilitate strategic working sessions, collaborating with stakeholders across service lines to define and identify business goals and priorities.
- Use research, personas, competitive analysis, and performance data to guide digital transformation.
- Collaborate with cross-functional teams to shape strategic roadmaps and execute initiatives that improve customer experience from awareness through retention.
- Leverage user research and analytics tools (Adobe and Google Analytics) to identify business drivers, analyse user behaviour, and scale personalization.
- Strategic lead in large-scale transformation projects, consolidating fragmented digital properties into unified ecosystems through domain rationalization, AEM implementation, and design system standardization (Figma, Zeroheight, React).
- Support teams in adopting modern digital stacks and analytics capabilities to enable sustainable long-term growth.
- Served as the conduit between Analytics, Marketing and Agency teams, focusing on transparency and communication to ensure appropriate delivery of campaigns driven by data strategy.
- Drove a unified, data-driven strategic approach that integrated performance metrics with business priorities across LinkedIn, social media, email, and Deloitte site pages.
- Advised senior leadership on campaign planning and optimisation to ensure strategies remained tightly aligned with business objectives.
- Leveraged Eloqua, Adobe, and Google Analytics to define goals, assess execution options, run A/B tests, and implement in-flight performance adjustments.
- Ensured campaign execution was supported by clear communication, measurable KPIs, and continuous learning to strengthen both immediate outcomes and long-term improvement.
- Tracked and analyzed all digital performance to ensure KPIs and goals were met, and presented outcomes and opportunities to leadership teams on a monthly basis.
- Modernized reporting outputs by adopting best practices, ensuring consistent definition and use of performance KPIs.
- Led a team of 8 to educate consumers on sustainability and renewable energy through meetups, social events and hands-on workshops.
- Spoke and acted as moderator at events with 50+ attendees every few months, with sessions lasting up to two hours.
- Managed monthly e-newsletters distributed to 600+ subscribers.
- Promoted community engagement and growth culture by recommending strategies to increase participation and impact.
Clients: Andrew Peller, Barilla, Bayer Inc., Kruger, Lantic, McCormick, Parmalat, Red Prince
- Developed strategic briefs, marketing plans, scopes of work, critical paths, and budget forecasting documents to ensure clarity, alignment, and operational rigour across all initiatives.
- Led end-to-end planning and execution of multi-platform campaigns integrating digital, promotional, and social strategies to drive consumer engagement and measurable sales outcomes.
- Executed comprehensive campaigns comprising contest websites, digital advertising, consumer promotions, fulfillment, social media management, POS, e-newsletters and microsites.
- Created strategic creative briefs that aligned directly with client business objectives and ensured cross-functional teams executed against clear, insight-driven direction.
- Managed six- to seven-figure campaign budgets, ensuring efficient allocation, performance optimization, and accountability to financial and strategic targets.
- Collaborated with cross-disciplinary teams to deliver cohesive brand storytelling tailored to audience needs.
- Supported process optimization and consistency of leading practices across multiple client accounts.
Clients: GM Canada, GM Canada - Goodwrench Parts & Service
- Managed three team members and provided ongoing mentorship, including performance reviews and professional development support.
- Worked directly with the VP Group Account Director to deliver strategic marketing guidance to the Goodwrench client during brand planning and program launches.
- Oversaw the execution of all digital video campaigns for the Goodwrench and Optimum websites, ensuring delivery within budget and meeting performance expectations.
- Partnered with social planners to develop the Facebook social strategy for Goodwrench's 2012 planning cycle.
- Headed the development of five Goodwrench videos featured on the brand's YouTube channel, supporting stronger digital engagement.
- Developed BCRs to support internal alignment and project approvals.
- Authored communication briefs to guide consistent messaging and cross-functional execution.